Client
American Express
Services
Video Production
Photography
Sponsored Article
Email Newsletters
Socials
Display Ads
Year
2019
Vertical
Finance
American Express is synonymous with premium experiences and high-end offerings, which made Man of Many the perfect fit for a campaign highlighting the lifestyle benefits of the American Express Platinum Card. Featuring influencer Jimmy Niggles, the campaign aimed to resonate with high-net-worth individuals who value unique experiences and luxury travel. Not only did the campaign achieve this, it went above and beyond, delivering results that exceeded its benchmarks many times over.
Strategic Insights
The primary objective was to showcase benefits of the American Express Platinum Card like luxury travel and exclusive experiences to a target audience of affluent individuals. By leveraging Jimmy Niggles’ influence and adventurous persona, the campaign sought to create a narrative that resonated with the lifestyle aspirations of the target demographic. The strategic approach involved a multi-channel content distribution plan to maximise reach and engagement.
Image: Man of Many
Image: Man of Many
Image: Man of Many
Creative Concept
The creative concept centred around a narrative that took audiences on a journey from the slopes of the mountains to the skies, encapsulating the diverse and luxurious experiences afforded by the American Express Platinum Card. Jimmy Niggles was portrayed enjoying exclusive travel perks, luxurious accommodations, and unique experiences, visually captured through high-quality video production and stunning photography. The storytelling aimed to evoke a sense of aspiration and exclusivity, aligning perfectly with the brand’s image.
Implementation
The campaign was meticulously executed across multiple channels to ensure maximum visibility and engagement. High-quality video content and photography featuring Jimmy Niggles were produced to capture the essence of the Platinum Card’s benefits. A sponsored article was published on Man of Many, detailing Jimmy’s luxurious experiences and the card’s features. The content was further amplified through a comprehensive email newsletter campaign targeting Man of Many’s subscriber base, and strategically scheduled social media posts across Facebook, Instagram, and Twitter. Each post was tailored to suit the platform’s audience, using compelling visuals and engaging captions to drive traffic to the sponsored article and video content.
Results & Key Metrics
The campaign dramatically exceeded its objectives, delivering extraordinary results and providing a 544% bonus value overall. The sponsored article achieved a 4,123% increase in views. Instagram posts exceeded targets by 48%, while Instagram stories surpassed goals by 30%. Twitter posts outperformed by 63%. The email newsletter saw a 95% higher open rate. Facebook video views exceeded targets by 143%, and Instagram video views saw a remarkable 1,103% increase. YouTube video views outperformed by 147%.
These outstanding results provided substantial value to American Express by significantly enhancing brand visibility and reinforcing the premium positioning of the Platinum Card. The impressive engagement metrics underscored the campaign’s effectiveness in reaching and resonating with the target audience, driving increased interest and potential card sign-ups among high-net-worth individuals.
